A Summer Internship Project Report on

MARKETING AND SALES

PROMOTION OF QUICK RIDE
Submitted in partial fulfillment of the
requirements for the degree of
MBA (Marketing)
by
NIRMAL VANKUDRE

Under the guidance of

Prof. PRADIP PADYE
A Study Conducted for QUICK RIDE

at
SKNSSBM
AMBEGAON,PUNE
 (2018-19)

TITLE

“MARKETING AND SALES

STRATEGIES OF QUICK RIDE”
 ACKNOWLEDGEMENT

I would like to express my profound gratitude to all those who have

been instrumental in the preparation of my project report.

To start with, I would like to thank QUICK RIDE. For providing me

the chance to undertake this internship study and allowing me to
explore the area of marketing which was entirely new to me and which
will surely prove to be very beneficial to me in my future assignments,
my studies and my career ahead.

I wish to place on record, my deep sense of gratitude and sincere

appreciation to my company guide, Mr. KNM Rao, Founder of Quick
Ride who played a pivotal role in the preparation of my project. I would
also like to thank her for her continuous support, advice and
encouragement, without which this report could never have been in its
present form.

I am deeply grateful, to my faculty guide PRASHANT DUBEY SIR

for his in valuable suggestions, comments, feedback and support
throughout the internship. They have served as a beacon of light. His
patience and faith in my abilities always boosted my confidence.
Last but not the least; I sincerely extend my gratitude to the College
Management who’ve taken lot of care getting in touch with such
prestigious companies and in helping us shape our future based on the
Industrial Exposure during Internship.
EXCECUTIVE SUMMARY.
 CHAPTER -1
INTRODUCTION
1. Industry:
Carpooling and Bike pooling (also car-sharing,
bike –sharing ride-sharing and lift-sharing) is
the sharing of car journeys so that more than
one person travels in a car or bike , and prevents
the need for others to have to drive to a location
themselves.

By having more people using one vehicle,

carpooling and bike pooling reduces each
person's travel costs such as: fuel costs, tolls,
and the stress of driving. Carpooling is also a
more environmentally friendly and sustainable
way to travel as sharing journeys reduces air
pollution, carbon emissions, traffic congestion
on the roads, and the need for parking spaces.
Authorities often encourage carpooling,
especially during periods of high pollution or
high fuel prices. Car sharing is a good way to
use up the full seating capacity of a car, which
would otherwise remain unused if it were just
the driver using the car.
India has the second largest road network in the
world, spanning a total of 4.87 million
kilometers (kms). Roads in India transport over
60 per cent of all goods and 85 per cent of total
passenger traffic.
Road transportation has gradually increased
over the years with the improvement in
connectivity between cities, towns and villages
in the country.

Quick ride is a transportation industry which is

reducing traffic and helping others in taking
rides with less prices and saving fuel costs to
ride givers and which is also reducing fuel
consumption, which is started as go green
campaign.
Quick ride (share-save-smile) is a carpooling
and bike pooling which strive to provide a
platform to make commuting easy and
affordable. It aim to disrupt the transport
industry by leveraging latest technology, trends
and innovative solutions.
Considering the population, vehicle explosion
combined with space crunch and natural
resources depletion, the future is heading
towards ‘sharing’. Quick Ride is built to make
the sharing these precious resources easy.
While the world is witnessing the power of
cloud computing here Quick ride unleashing
the power of "Cloud of Wheels".
Let us join hands in building the largest social
transportation network and protect the only
known carrier of life - Planet Earth.

a) To identify the market standing of the

QUICK RIDE with its competitive IT
companies.
 b) To study and analyze the perception
status and the movement of the quick ride
services along with its competitors.
c) To find out the potential market &
customers with the aim of creating
awareness about Company’s services &
tell them the different benefits that can be
acquired.
d) To motivate the customer towards
company’s services & to collect the
meaningful suggestion for company’s
betterment.
e) To study the present & past response of
customers towards the services of quick
ride.
f) To have a healthy conversation with
customers to build a good relationship which
also helps to find out the problem related
with the service of the company
 CHAPTER-2
PROFILE OF ORGANISATION

Organization Name: -QUICK RIDE

Introduction

Why waste time, money and energy driving in

traffic? Share. Save. Smile!
Quick Ride offers you the most
technologically advanced platform to find
real-time options for ridesharing, carpooling,
bike sharing and taxi sharing. Traditional
carpooling has its limitations – where
participants are constrained by fixed times of
travel (onward and return), fixed start and end
points, and fixed set of people to pool with.
These constraints are unrealistic for the
modern day working professional.

Quick Ride introduces dynamic ride sharing –

where you can see available options, browse
profiles and route details, initiate connections,
and get confirmation as soon as the other party
responds – all of it in real-time. The app even
has an option to chat with potential ride-
partners through the app. Quick Ride even
allows you to opt for bike sharing, or taxi
sharing through the app, seamlessly!
Here are the key features that put Quick Ride
in a league of its own – and a few generations
ahead of any other ride sharing app:

Security: 4 layered security framework

- phone number is instantly confirmed,
- company where user is working gets
verified,
- ability to restrict sharing and visibility to
only within the user’s company colleagues, or
with same gender

- aggregated rating from previous ride partners

is available (based on completed rides), and
- social media profiles (LinkedIn, Facebook,
Twitter) can be linked – for added information
about users’ credentials.

Flexibility of timings: Quick Ride helps to

connect with ride matches instantly and
completes the transaction at each ride. It is
possible to share ride with one user in the
morning onward journey and with another
user during the return journey in the evening.
There are no obligations to start and leave at
the same time.

Coordination challenges: Features like live

ride view on map, and in-app (group) chat
makes ride coordination
seamless on Quick Ride.
Rewards and incentives: The payments are
cashless and completely automated. Ride
partners can share costs seamlessly, without
even discussing about payments. The rider
will be incentivised for rides shared as per
his/her choice of fare. Rider can encash
accumulated points in the app, and use it to
pay for fuel directly at petrol pumps.

Partial route matches: Intelligent route

matching algorithm supports partial route
matching.

Customizable routes and pick-up/drop-off

points: Default route and matching pickup or
drop points can be customized as per user
choice.

Regular rides: For daily commute, user can

create regular ride once and Quick Ride
automatically create ride daily. Varied timings
on different days are allowed. For a particular
week day, you have the option to choose a
different time or to exclude that day. The rides
are created in advance and notified to the user
with options of ‘Reschedule’ or ‘Cancel’.

SOS feature: is incorporated within the app.

On emergency confirmation, SOS notification
with last known location and other details are
sent immediately to selected contacts.

Ride details sharing with preferred contact(s):

is possible for all rides. The ride can be
tracked by selected contacts with whom the
user chooses to share details of a particular
ride.

Route Groups: can be formed and used to

communicate for people travelling between
same locations.
Invitations can be sent to contacts in a user’s
contact list.

There are a host of other advanced features,

details of which would be available through
our website at quickride.in

If there is any ongoing live ride, it uses GPS in

the background and can decrease battery life.

Be it your daily office commute or airport

travel or weekend outing - Quick Ride brings
you shared options instantly.

Quick Ride - one app for car-pooling, bike-

pooling, ridesharing, and taxi sharing.

Wishing you many happy shared miles ahead!

 Mission and Vision of the company:

Mission:
 Remove the vehicles from road and make environment
clean.
 At quick ride, they always put customers at the heart of what they do.
They strive to enhance customer’s experience with them and build a
lasting relationship with customers by delivering better results every time.
And this, reflects in our mission too.
 Mission is to make available service to corporates

Vision:

 Their vision is to enrich the lives of their customers. Their obsession is to

win customers for life through an exceptional experience.
 Their vision is to provide hassle-free, reliable and technology-efficient
car service to all corporate & other people.

Values:

 We aim to work towards our vision, driven by our values of AIR - Alive,
Inclusive & Respectful.
MAJOR PLAYERS

COMPETITORS TILL NOW

S RIDE: S ride is one of the major
competitors for Quick ride S ride is a way to
efficiently provide basic mobility for all
segments of the population, resulting in a
positive impact on economic growth and a
positive impact on economic welfare. It is
also a carpool and bike pool application and
targeted on employees But in this
application, the app decides the price of the
ride per seat and according to the distance
(in kms).

OLA: Ola, India's most popular mobile app

for transportation, integrates city
transportation for customers and driver
partners onto a mobile technology platform.
As one of India's fastest growing companies
we ensure convenient, transparent and quick
service fulfillment using technology to
make transportation hassle free for
everyone. Ola's offerings on its platform
ranges from affordable AC cabs on the Ola
Micro range, to the superior luxury offering
from Ola Lux, as well as localized offerings
like the ubiquitous Auto-rickshaws, to
Shuttle buses for daily commute.
UBER: Uber is a cab company which also
have carpool in Hyderabad. But the price vary
depends upon timings of the ride. At the time
of going to office and returning to home the
fare will be very high compared to other
timings. Uber is now market leader in
Hyderabad.
 CHAPTER -3

PROJECT METHODLOGY

Marketing Research is often concerned with the behaviors of the consumer in

the respect marketing research have drawn heavily on the behavioral. Sciences
such as psychology & sociology in fact the contribution of these science to
marketing research have been very significant especially with regard to two
aspects.

1. The research technique used by psychology & they have amply used
sociologists being of considerable relevance to marketing researchers.

2. The concept & the theories of these behavioral sciences are also proved to be
relevant to market researcher.

Type of information to be collected:

a) Phrasing of the questionnaire.

b) Order or sequence of the question.

c) No. of question to be asked.

d) Lay out of the questionnaire.

CHAPTER -4
CONCEPTUAL BACKGROUND

WHAT IS PROMOTION ?

In marketing, promotion refers to any type of

marketing communication used to inform or
persuade target audiences of the relative
merits of a product, service, brand or issue.
The aim of promotion is to increase
awareness, create interest, generate sales or
create brand loyalty. It is one of the basic
elements of the market mix, which includes
the four P's: price, product, promotion, and
place.[1]
Promotion is also one of the elements in
the promotional mix or promotional plan.
These are personal selling, advertising, sales
promotion, direct marketing publicity and may
also include event marketing, exhibitions and
trade shows.[2] A promotional plan specifies
how much attention to pay to each of the
elements in the promotional mix, and what
proportion of the budget should be allocated to
each element.
Promotion covers the methods of
communication that a marketer uses to provide
information about its product. Information can
be both verbal and visual.

What is customer satisfaction?

Customer satisfaction refers to how satisfied

customers are with the products or services
they receive from particular agency. The level
of satisfaction is determined not only by the
quality & type of customer experience but also
by the customer’s expectations. Customer
satisfaction is one of the main objectives of
any organization. So, it helps the organization
as well as me to gain a vast knowledge over
the real world tastes & preference of the
customer. Satisfaction is a function of
perceived performance & expectations. If the
performance matches the expectations, the
customer is satisfied. If the performance
exceeds expectations, the customer is highly
satisfied. Many companies are aiming for high
satisfaction because customers who are just
satisfied still find it easy to switch when better
offer comes along. High satisfaction creates an
emotional bond with the brand not just a
fractional preference. The result is high
customer loyalty.

Why is it important?

Growing population lead to more vehicles on

road thus increasing traffic congestion and
pollution.
Shared mobility is the future. Traditional
carpooling was not successful due to
challenges involved such as Security,
Unpredictable timings and Coordination
issues. Quick Ride addressed the challenges
elegantly with world class user experience. It
helps to identify matches, connect instantly,
communicate and share costs in cashless way.
 CHAPTER -5
DATA PRESENTATION, DATA
ANALYSIS,DATA INTERPRETATION

ANALYSIS OF MARKET PARAMETERS

RELEVANCE OF PROJECT TO THE COMPANY

Quick ride is a carpool and bike pool mobile application which is used to
commute with other employees easily and save time and money. It is
developed by IDisha Labs Private Limited in Bangalore on September
2015. It is mainly targeted for employees and it can also be used by
general public. In our internship we have conducted campaigns in IT
companies and tech parks and got many number of users in Hyderabad.

Marketing Mix: 4 P’s

• Product: Quick ride is a mobile application which is used to

commute with other employees very easily. In the application there a 2
modes, “Find_ride” and “Offer Ride”. People who are using this
application need to post ride by keeping from and to locations. After that
they can invite or request for ride.
 • Price: Employees can install the app freely from Google play
store or App store. The person who is offering the ride can decide the
fare how much he want to keep per kilometer. Default it is Rs 3.25/km,
offerer can increase it upto Rs 6/km. There is a wallet in the app and ride
taker need to recharge the wallet through Paytm or net banking. The ride
offerer will get money into wallet after completion of ride.

• Place: Quick ride application was launched first in Bangalore 4

years ago and on 1- 4-2017, The Company have started promotion
(campaign) in Hyderabad at WIPRO Gachibowli. Conduct campaigns in
cafeterias of the companies so that they can target many employees.
• Promotion: The process to promote the application is by keeping
standees in and around cafeteria and als tent cards on the tables. Live
demonstration of the application to the employees is shown. Being active
on social media, carpooling groups on Facebook, digital promotions,
latest news through blogs helped to reach the needs of the customer.

Segmentation-Targeting-Positioning (STP) of Quick ride application:

Segmentation:

The process of defining and subdividing a large homogenous market into

clearly identifiable segments having similar needs, wants, or demand
characteristics. Its objective is to design a marketing mix that precisely
matches the expectations of customers in the targeted segment. Quick
Ride has taken IT companies as segmentation, because Quick Ride
application is specially designed for the IT employees who are coming
in the RTC busses and using Ola, Uber rides. Quick Ride has a great
opportunity for growing as it charging the prices very low when
compared with competitors.
 Targeting:

The selection of potential customers to whom a business wishes to sell

products or services. The targeting strategy involves segmenting the
market, choosing which segments of the market are appropriate, and
determining the products that will be offered in each segment. Quick
Ride is targeting the IT employees. Quick Ride acts like platform
between the employees to interact for getting and offering a ride. IT
employees can use Quick Ride developed for getting the rides with less
price and avoiding the driving stress sometimes to IT employees.

Positioning:

• An effort to influence consumer perception of a brand or product

relative to the perception of competing brands or products. Its objective
is to occupy a clear, unique, and advantageous position in the consumer's
mind.

• Quick Ride positioned itself with a line Share-Save-Smile. It is

created by getting the advantage of loopholes in its competitors like S-
Ride which is closest competitor for Quick Ride. It is positioning in the
market through word of mouth and making campaigns in the IT
companies. It is positioned itself as Go Green movement and reducing
co2 and traffic. It is positioned in the Bangalore and expanding in other
cities of India also. It is also positioned with secured verification by
taking official mail ids of employees and by sending OTP to their official
mail ids. Quick Ride also giving one free ride for the person who is
taking the ride within 15 days verification and for the person is offering
getting Rs. 25 as promotional gift.
SWOT ANALYSIS:

STRENGTHS:

1. First mover advantage as a carpool servicer.

2. Rapid expansion and online application

3. No peak costs (there will not any change in the price)

4. Decreases traffic

5. Less money spent on Fuel.

WEAKNESS:

1. Depending on others.

2. Having to be punctual.

3. Could be an unpleasant experience

OPPORTUNITIES:

1. Networking

2. Decrease CO2 emissions due to less vehicles on the road.

3. Less accidents.

4. Increasing internet penetration and smart phone users.

THEARTS:

1. Cabs

2. Those who carpool aren’t in the same area.

3. Rising competition

4. Future is unclear due to lack of regulations and Customer loyalty is

less in this Industry.

5. Bad reputation.
CHAPTER -6

FINDING,SUGGESTION,UTILITY OF
PROJECT TO
ORGANISATION,LEARNING,FROM
PROJECT AND CONCLUSION
Objectives

a) To identify the market standing of the QUICK RIDE with its

competitive IT companies.
b) To study and analyze the perception status and the movement of the
quick ride services along with its competitors.
c) To find out the potential market & customers with the aim of creating
awareness about Company’s services & tell them the different benefits
that can be acquired.
d) To motivate the customer towards company’s services & to collect the
meaningful suggestion for company’s betterment.
e) To study the present & past response of customers towards the services
of quick ride.
f) To have a healthy conversation with customers to build a good
relationship which also helps to find out the problem related with the
service of the company.
CHAPTER -8
BIBLOGRAPHY
CHAPTER -9
APPENDIX